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liposuction compression garment - New York, July 18, 2001 - In a joint presentation of research studies, the Interactive Advertising Bureau (IAB) and member companies DoubleClick, Inc. (NASDAQ:DCLK) and MSN today unveiled their individual studies on the effectiveness of branding on the Internet at a press conference in New York City. Separately, CNET Networks, Inc., (NASDAQ:CNET) today released information from a study done with Millward Brown IntelliQuest. The three research studies presented in New York City today examined the brand effectiveness of online marketing units including the Interactive Marketing Units (IMUs), for which the IAB issued voluntary guidelines in February of this year. Other elements tested were different technologies and a variety of ad placements.

The IAB and MSN studies were fielded by Dynamic Logic; DoubleClick's study was conducted by Diameter. interstitial ads, displayed during a transition from one Web page to the next, boost key brand metrics by an average of 194%. "One of IAB's primary goals is to foster the use and acceptance of interactive advertising and marketing by providing proof of the medium's effectiveness," said IAB President & CEO Robin Webster. "The IAB ad effectiveness study, which we have unveiled today, is another demonstration of the branding power of online advertising. While the overall results from the three tests overwhelmingly reinforce the effectiveness of online advertising, each test offers differing results based on the strength of the creative.